Repeatedly confronted with their own faces on virtual meetings, Japanese businessmen are embracing make-up to glam up their online reflections. In pursuit of a boost of self-confidence, older men are dissolving beauty binaries, reinventing masculinity for themselves.

Shiseido has created a facial map to help Japanese men master applying make-up. Even though male makeup is becoming more mainstream, there remains a knowledge gap when it comes to using products effectively, creating room for brands to offer guidance.

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.

Skincare aficionados may have spent the best part of the 2010s championing K-beauty, but amid the uncertainty of the pandemic, Japanese rituals have gained fresh relevance around the world. How is J-beauty balancing old and new wisdom to meet evolving consumer needs?